BETTERDIGITAL
Pilates on the Bay
automation SUCCESS STORY

Pilates on the Bay: Converting First-Timers into Loyal Members

How an automated onboarding sequence increased the intro-to-membership conversion rate by 70%.

+70% Membership Conversion Rate
Primary Result
25% Higher
First-Month Attendance
90% Reduction
in Manual Follow-up Time
+45%
Client Lifetime Value

THE CHALLENGE

The Intro Offer 'Black Hole'

Pilates on the Bay was successfully selling their introductory offer, but a large percentage of those new clients were disappearing once the offer ended. The follow-up process was manual, inconsistent, and failed to effectively communicate the value of a full membership.

Key Pain Points

  • Low conversion rate from intro pack to full membership.
  • Staff spent hours manually emailing clients whose packs were expiring.
  • New clients felt lost or unsure of what to do after their intro classes.
  • Inconsistent messaging about membership benefits.
  • Lost revenue from potential long-term members.

THE SOLUTION

Automated Client Nurturing Journey

We designed and implemented a multi-channel automated onboarding sequence for every new intro offer client. The journey uses a strategic mix of email, SMS, and push notifications to guide, educate, and nurture the client from their first class to their membership decision, making the transition feel natural and valuable.

1

Journey Mapping & Strategy

2 Weeks

We mapped the ideal client journey from the moment they purchase the intro offer. We identified key milestones (first class booked, halfway through the pack, last class) to use as triggers for our automated communications.

Client Journey MapCommunication Content PlanAutomation Logic Flowchart
2

Content Creation & Build

3 Weeks

Wrote compelling, value-driven copy for each email and SMS. The automation was then built within their marketing platform, integrating directly with the booking software to trigger messages based on real-time client activity.

All Email & SMS CopyBuilt & Tested Automation FlowsIntegration with Booking Software
3

Launch & Monitor

1 Week

Activated the automation for all new intro offer clients. We monitored open rates, click-through rates, and conversion data to ensure the system was performing as expected.

Live Automation SequencePerformance Tracking DashboardInitial Results Report

Technologies & Tools Used

Klaviyo
Twilio (for SMS)
Zapier
Momence API (Booking Software)

IMPLEMENTATION TIMELINE

Week 1-2

Strategy & Mapping Complete

Finalized the 14-day nurturing sequence map and drafted all key message points.

Week 3-5

Automation Build & Test

All email and SMS sequences were built, and the integration with the booking software's triggers was tested and verified.

Week 6

Sequence Activated

The full onboarding automation was launched for all new intro pack purchases, with performance monitoring in place.

THE RESULTS

By systematically nurturing every new client, the studio turned a leaky bucket into a powerful conversion funnel.

Conversion & Revenue

Intro-to-Membership Conversion Rate

Before:25%
After:42.5%
+70%

Average Client Lifetime Value (LTV)

Before:$450
After:$652
+45%

Monthly Recurring Revenue (MRR) from New Members

Before:$1,800/mo
After:$3,100/mo
+72%

Client Engagement

Automation Email Open Rate

Before:N/A
After:62%
New Initiative

First-Month Class Attendance

Before:3.1 classes
After:3.9 classes
+26%
"The automation system is our secret weapon. It feels like we have a personal concierge for every new client, guiding them through their first few weeks. They feel supported, we save hours of time, and our membership numbers have never been stronger."
Mel Saunders
Mel Saunders
Studio Owner
Pilates on the Bay

KEY LEARNINGS

Timing is Everything

Sending a message right after their first class or when they have one class left is far more effective than random follow-ups.

Educate, Don't Just Sell

The most effective messages focused on the benefits of consistency, tips for their next class, and instructor profiles, rather than just pushing a membership.

Automate the System, Not the Personality

The copy was written in the studio's authentic, friendly voice, making the automation feel personal and warm.

WHAT'S NEXT

With a successful onboarding system in place, the studio can now apply automation to other areas of the client lifecycle.

  • Create a 'win-back' campaign for past members.
  • Develop an automated sequence for client anniversaries and milestones.
  • Build a referral automation to encourage members to bring friends.

READY FOR YOURTRANSFORMATION?

Let's discuss how we can create similar results for your business.